CONTEXT:
There are over 150,000 young footballers in Romania that we want to raise to perform at the highest level in the future. Each of them dreams of seeing their name on the most famous kits and making it to the most famous locker rooms.
But 2 out of 3 give up on their dream because of the words they hear from the sidelines or from the stands. Instead of support, children receive insults and criticism from their parents and coaches.
It was time to step in and do something. That's why the Romanian Football Federation (FRF) launched THE GENERATION THAT NOBODY WANTS, an integrated campaign that turns criticism into support and challenges parents to revise their behaviour.
We created a locker room where the names on the jerseys were replaced with the most ofthen words heard from the stands: "NO TALENT", "CLUMSY", "DISGRACE”. We invited everybody to explore it live, but we also used classic and digital media to spread our message.
Our inititative launched a support movement called B.R.A.V.O, a long-term platform platform whose mission is to ensure the proper development of future generations of football players in Romania.
